Dear Sir/Madame:
I want to thank you for your interest in becoming a CTRL distributor. We have had much success in
various regions with our distribution program in the past 25 years. We are looking to grow that success in the
next 25 years.
It is hard to believe that we have been in business for 25 years. CTRL was started by Bob Roche in
1989 through the sales and support of vehicle maintenance software, called VehicleCTRL. Within a few short
years, CTRL was introduced to an innovative technology: ultrasound. By 1998, CTRL had developed its own
research & development team to improve upon the technology. As a result, the CTRL UL101 has been
advanced several times and is now the premier detector for such companies as NASA, Lockheed Martin,
Boeing, and many manufacturing companies throughout the world. To date, the CTRL UL101 is the only
detector in Space! There are many more accomplishments for which we are proud such as SoundCTRL and
InCTRL. We look forward to many more in the next couple years.
Pricing and Strategy – A Solution Sale
CTRL and our partners/distributors have a long history of saving money for our clients. For that
reason, the price of the UL101 has never been an issue to a client looking for a solution. The focus of every
sale has been and should always be about finding the right solution for the client. That solution may include
leak detection, improve safety standards, improve quality control practices, improve production up-time,
decrease maintenance costs through prevention of unexpected failure, and much more.
There are three main areas in which CTRL is focusing its sales efforts in North America in 2014. The
past several years have demonstrated that these areas are a major concern to organizations.
1. Energy Savings – CTRL is very involved with our clients to sell the CTRL UL101 for compressed
air leak detection. The sale of the UL101 is accomplished through a complete turn-key process,
which includes:
• Data monitoring and logging of the power usage of each compressor
• Sales and training in leak detection of the CTRL UL101
• Service to find and even repair the leaks (this is an option for companies without
manpower or time)
• Optimization of the compressed air system (this is an option provided for by our service
partners)
2. Condition Based Monitoring – Improving production rate is always critical for any manufacturing
facility. Unexpected downtime is the biggest loss. CTRL offers a unique ultrasound solution. The
CTRL UL101 Full Kit is packaged together with SoundCTRL and InCTRL (web based
application). This is a cost-effective way for our partners to introduce a new technology.
This strategy is called SaaS (Software as a Service) and is similar to a mobile phone sales
strategy. The client purchases the product for a smaller cost and agrees to pay a monthly
subscription for access to their data. The sale of a software subscription accomplishes two main
goals of CTRL including:
• On-going customer relationship
• Recurring revenue (for which our distributors can participate if involved in the on-going
customer relationship)